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Wednesday, September 11, 2013

E-Marketing In the New Gmail: 3 Ways To Stand Out

A few weeks ago, Google launched a new format for Gmail
that separates the type of email you receive into three marked tabs: primary, social,
and promotions. While users are now able to enjoy a less cluttered Gmail, the
promotions tab makes email promotions less visible to the consumer – a problem
all businesses, big and small, have to face. While we wait on the numbers deeming
the success or failure of this new tool, let’s talk about a couple ways to help your business stand out from the others under the promotions tab!

1.) Unique Subject Line: It’s always important when sending out an email campaign
to do your best to stand out. However, with the new format you need to try
twice as hard – your emails will be directly competing with other businesses
for the reader’s attention. Almost every promotion in my inbox right now
consists of a “Summer Sale” or a “Fall Preview”, so try something different! Include a “How to” or a contest subject
line that will draw the attention of the reader.

2.) Timing: We all get inundated with emails throughout the day, but there are times when we are more likely than others to open promotional emails. Try to schedule email launch times for optimal engagement with your clients. Best time include between 7-9 AM (to open during the morning commute) between 12-2 PM (to be opened during lunch) and between 5-10 PM when people are home from work.

3.) Become a "Primary": You can also
encourage your subscribers to mark emails from your business as primary, which
can easily be done by moving one email they receive from you into the primary
tab. All future emails sent by you would then be received in their primary tab
folder, away from other promotions and competition.

We can look at this change positively too. Now, readers
will only be checking promotions when they’re ready to see them and then you
have a more engaged reader. So stand out and get their attention!